Deep in released in the mainland China on April, 2012 by Cornetto, a frozen ice cream cone brand. It not only got billions of traffic hits maddeningly in a month, but also sparked enthusiastic discussion at every BBS on the topic of love.
The short online movies of romance starred by Taiwan popular idols aimed to reach young consumers. The fresh pictures and interesting plots with catchy lines let young people find their own stories in this video easily. The story first brought up the concept of “Love Quadrant”, which reflected four types love among young people nowadays. The horizontal axis represented love attitudes and the vertical axis as actions. The quadrant separated out four love scenarios which were “realistic love “, “fearless love”, “unbelievers to love,” more than a friend, but less than a lover”. Those interpreted four different views of love.
The video did not explicitly promote the products or emphasized the brand but placed the ice cream cone in every love story and showed it naturally with the plot. Consumers were resonated by the concept of falling in love this moment bravely thus had a good impression by the brand at the same time. It conveyed a positive brand spirits as energetic and sunny successfully.
After two months spontaneous spreading and word of mouth marketing by users, the heat of this video did not fall but rise. Some users mentioned that they obtained positive energy through this story. There was one user commented that he thought his love attitude fell in the first quadrant. “It should be like a sunflower that actively faces sunshine and everything.” Some people shared that the video as a catalyst that giving them courage to speak out love announcements.
Although there are tons of short online videos being released every day, Deep in could be considered as a perfect case study in China that it combined commercial and aesthetic values adequately.
[Call to Action!]
Do you find out that lots of Chinese romance videos like to use metaphor to grasp the indescribable feeling? From my observation, Chinese are more reserved and prefer to borrow ongoing phrase and sentence from dramas or lyrics to disclose their love.